Company: New Balance
Campaign: Committed to American Workers
PR team: CarryOn Communications (LA); DKC (New York); Regan Communications and interactive ad agency Almighty (Boston)
Launch: June 14
Objective: New Balance launched a corporate branding campaign to generate awareness of its history of domestic manufacturing. It plans to leverage its use of the “Made in USA” tag – an FTC-enforced standard for brands that tout at least 70% domestic manufacturing.
“We're the only athletic company that makes shoes in the US,” said corporate communications manager Amy Vreeland, “but we don't feel everyone knows that.”
Idea: The campaign was launched on Flag Day, June 14, with the newbalance.com/USA microsite that features a documentary showing one of the five New Balance factory towns in the US, along with staffers and products.
Vreeland noted the campaign was strategically scheduled around the holiday and it runs through the summer.
“Our goal is to have as many people see the video as possible,” she added. “We feel it's a great snapshot of domestic manufacturing and our facilities in the US.”
New Balance planned to launch a contest in late June in which it tasked site viewers to comment on the meaning of domestic manufacturing. It includes a charitable component with the National Center for Craftsmanship.
Tools: New Balance is promoting the video and contest on YouTube and Facebook. It is also conducting blogger, trade, and consumer media outreach. Additional tactics include an in-store radio initiative and signage, branded creative on the New Balance-sponsored CNN Salute to Troops blog, as well as online and print ads.
Measurement: The team will measure success through contest entries, video views, media impressions, and sales of shoes featured in the campaign.